CyCognito replaced Marketo with HubSpot in twelve weeks: a 70,000-contact estate, close to 50 live campaigns and a Salesforce integration the sales team ran on, moved ahead of a hard contract expiry with zero issues at cutover.
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CyCognito’s Marketo contract was expiring, with no option to extend. Behind it sat three to four years of history, roughly 2,000 duplicate records, close to 50 live campaigns and a Salesforce integration the sales team depended on for lead routing. Marketo was also under-used, so there was no appetite to rebuild it as-is. The team needed a working marketing engine on the other side of a fixed date, not a lift-and-shift.
We had an excellent experience working with [Penguin] on our migration from Marketo to HubSpot. Their approach was professional from start to finish, with careful planning, strong execution, and a deep understanding of our business and requirements.Igal Zeifman, VP Marketing, CyCognito
They provided true end-to-end support across the entire project, from project management and hands-on execution to enablement and training. They made themselves consistently available, embedded seamlessly with our team, and worked closely with us across two regions, communicating effectively over Slack, email, and in person.
This was a complex migration, and they handled it with a high level of ownership and care, resulting in a smooth transition with zero issues. They were an absolute pleasure to work with, and I would gladly work with them again.
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Penguin audited the Marketo estate before touching HubSpot, mapping automation logic, campaign structure and every integration dependency across Marketo, Salesforce, Zoom and ZoomInfo. Campaigns were re-architected rather than translated: Smart Campaigns became HubSpot workflows, the nurture was rebuilt as a branched sequence split by seniority, and lead scoring was redesigned around engagement plus ICP fit. The Salesforce connector was rebuilt with full field mapping and MQL routing keyed on company HQ country. Where HubSpot had no native equivalent for Marketo’s real-time filtered enrichment, Penguin bridged ZoomInfo with a webhook rather than force a costly workaround. Go-live covered training, playbook documentation and Marketo decommissioning.
End to end, from kickoff to go-live, inside a fixed Marketo contract expiry
Contacts in the Marketo database at project start, with three to four years of history
Duplicate records identified in the pre-migration audit of the Marketo database
At cutover, in the client’s own words, with the Salesforce integration live throughout
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